Glossary · Attribuer
First click
First click is the attribution model that gives all the credit for a sale to the person's first known touchpoint. It answers one question only: what made the brand known to someone who ended up buying.
Relier une vente à ce qui l’a produite — et refuser d’inventer quand le fil manque. The forty terms of the trade
What it is for
It is the model that judges discovery. A story, an article, a video that bring people in for the first time appear in no other model at their real weight, because a sale rarely happens within the minute. So it answers the hardest investment question: where to find people who have never heard of us.
How it is calculated
You keep the person's first identified click and attribute the whole amount to it. Later touchpoints are recorded but receive nothing. Once set, that first touchpoint never moves again: that is what guarantees yesterday's report and today's give the same figure for the same past.
The classic mistake
Cutting a campaign because it sells nothing on last click, when it is the first way in for a third of your buyers. First click exists precisely to prevent that decision.
The objection we hear most
My story only sold once. Why keep it?
Because on first click it may have brought in half your buyers — six weeks before they bought.
Last click only sees the end of the journey. That is not wrong, it is incomplete.
What Subtraq does with it
It is Subtraq's default model, and the only one written down at the moment of conversion. The other two re-read the recorded touchpoints; this one reads the truth written when the sale arrived.
Read next
Un terme seul ne sert à rien. Voici ceux qui le rendent utilisable.
Attribution model
Read the definition →Last click
Read the definition →Touchpoint
Read the definition →Customer journey
Read the definition →Sales tracking, end to end
Open the page →« First click », une fois posé sur de vraies ventes
An attribution model is not understood by reading it: it is understood by watching two campaigns swap places when you change it. The demo opens a workspace filled with fictional data, labelled as such, where the three models are compared on the same sales.
Compare the three models